NEW YORK – Castrol, a brand of automotive and industrial lubricants owned by BP, has expanded its relationship with Ogilvy beyond sports projects to ongoing PR support in the US.
Ogilvy PR won the low six-figure business as Castrol’s first “primary” US PR agency following a competitive bid last month, said Jennifer Risi, EVP at Ogilvy.
Since 2011, Ogilvy has worked with Castrol to promote its US Soccer Index to Major League Soccer (MLS) fans, players and the overall soccer community. The campaign has garnered notice for the Index in national and trade media, including The New York Times and ESPN.
Outside of this effort, Castrol previously focused most of its marketing on paid media. But Risi said Ogilvy’s results with the Soccer Index prompted Castrol to “realize the value of earned media” and -- for the first time in the US -- hire an agency for strategic PR support on a retainer basis.
“We are now the go-to PR agency agency for Castrol -- not just for soccer or sports,” Risi added.
The agency is tasked with implementing a strategic media relations program -- which includes crisis, brand PR and social strategy --- across the US for Castrol’s GTX and EDGE products, in addition to its brand sponsorships with MLS, US Soccer and the National Football League.
Ogilvy will work alongside Castrol’s social, advertising and media agencies.
The agency is currently working on several campaigns, including a launch of EDGE products, promoting the 2013 Soccer Index, and supporting Castrol's sponsorship of the US Men's National Team throughout the FIFA World Cup qualifying matches.
The account will be based out of Ogilvy’s New York office.